Simpler than You Think · SEO – Simpler than You Think How It Works –On Page –Title Tag Examples Before: Sterling Silver Jewelry ‐Animal Jewelry by the Magic Zoo After: Th

SEOSEO Simpler than You Think

(A Step‐by‐Step Guide to Ranking on Google)

SEO – Simpler than You Thinkp

What we’ll cover…

• Why SEO?

Wh G l ?• Why Google?

• How it Works

• What’s Changed

R i Y SEO C i• Running Your SEO Campaign


Why SEO? (Search Engine Optimization)

• Traffic from Search versus traffic from other sources

T ffi f S h b– Traffic from Search converts better

• SEO is one way to get search traffic.

Consider it a large tool in your business toolbox– Consider it a large tool in your business toolbox.

– Its biggest advantage – free traffic

– It’s biggest disadvantage – it takes time – it takes some skillgg g


Why Focus on Google

• Now more than ever the three major search engines are behaving differently insearch engines are behaving differently in how they rank sites.

• Google is the main source of search traffic.


Why Focus on Google?


Why Focus on Google

• Hitwise says 64%

Ri h Sk t ’ l i 70%• Rich Skrenta’s analysis – 70%

• Our own analysis – 70%

It’s safe to say that positions on Google will bring 65% 70% of available searchbring 65% ‐ 70% of available search traffic.


How It Works

Start with Goals…

K d R h t fi d titi• Keyword Research to find competitive (high traffic)phrases

• Niche Markets Produce Niche Money

• You can beat the top dogs• You can beat the top dogs


How It Works

When SEO’ing a site, plan on spending 80% of your efforts on competitive phrasesof your efforts on competitive phrases.


How It WorksThe top site returned is the one deemed by the ranking algorithm to be the most relevant, the most important and the most trustworthy.

These determinations are made based on:• On‐page factors

• Site factors

Off f• Off‐page factors

• Visitor Behavior


On Page Site Factors Off Page Visitor FactorsgFactors

gFactors

•Title Tag •Age •Link Reputation •Visits

•Description & Keyword Meta Tags

•Size

•Deep Link Ratio

•Quality of Backlinks

•Length of Stay

•Visible Page Content

•Theme Development

•“Critical Mass”

•On Page Trust Factors


How It Works

The more competitive the phrase, the more you’ll rely on off page factors andmore you ll rely on off page factors and site factors to obtain the ranking.

Less competitive (low traffic – ‘long tail’) phrases can be obtained by proper on page factors plus 1 or 2 backlinks


How It Works – On Page

Title Tag• Announces what the page is all about• Announces what the page is all about.

• Pulled as the top line in SERP listings (usually).

• When properly constructed can significantly improve SERP positions.


How It Works – On Page – Title Tag ExamplesBefore: Sterling Silver Jewelry ‐ Animal Jewelry by the Magic Zoo

Aft Th M i Z Sil J l Gift St li Sil A i lAfter: TheMagicZoo.com ‐ Silver Jewelry Gifts ‐ Sterling Silver Animal Jewelry

Positions B/4 Change Sil J l #178 St li Sil J lPositions B/4 Change: Silver Jewelry #178; Sterling Silver Jewelry #160; Animal Jewelry #2

Positions Immediately After Change: Silver Jewelry #100; Sterling y g y ; gSilver Jewelry #113; Jewelry Gifts #110; Animal Jewelry #2


How It Works – On Page – Title Tag ExamplesBefore: Designer Dog Beds | Luxury Dog Beds | Small Dog Beds

Aft Bli Bli P D B d D C ll & J lAfter: BlingBlingPuppy.com – Dog Beds – Dog Collars & Jewelry

Positions B/4 Change: Dog Beds #53; Dog Jewelry #21

Positions Immediately After Change: Dog Beds #22; Dog Collars #160; Dog Jewelry #22


How It Works – On Page – Title Tag Summary

• For competitive phrases, use a ‘toss away’ word (from and SEO perspective) to reduce keyword prominence.and SEO perspective) to reduce keyword prominence.

• Recommend you use your URL for the ‘toss away’ word as it promotes branding and potentially increases click as t p o otes b a d g a d pote t a y c eases c cthrough on SERP pages.

• Do not keyword stuff. A keyword phrase density of 30% ‐y y p y40% is sufficient.


How It Works – On PageDescription Meta Tag• Provides a description of what the page is aboutProvides a description of what the page is about (near the top of the page) to search engine spiders.

• Is typically pulled for the 2 line SERP listing yp y p gdescription.

• When constructed properly can improve visitor click p p y pthrough and position page for variations on the main phrase.


How It Works – On PageDescription Meta Tag• Write good ‘sales’ copy.Write good sales copy.

• Do not keyword stuff.

• Try to get in at least 75 words in the description tagTry to get in at least 75 words in the description tag.

• Make good use of modifiers for additional secondary and long tail listings without significant effort.and long tail listings without significant effort.


How It Works – On Page – Description TagExample from BlingBlingPuppy.comFind luxury and designer pet beds for large and small dogs at discount prices.

If your precious puppy is deserving of the finest dog jewelry, shop our wide selection of fancy collars. Our dog toys & collars are great quality gifts and your pal will love them. They will also enjoy our treats and toys. A d if f i hf l i f b d id h lAnd if your faithful companion prefers to bed outside, shelter your puppy with one of our outdoor designer dog houses. Dog collars, jewelry and pet beds for large and small dogs.

W d t 85Word count: 85

Good use of modifiers: luxury, designer, large, small, discount fancy, outdoors, puppy


How It Works – On Page FactorsA discussion of Modifiers• For example the words: designer, luxury, outdoor, small and p g , y, ,

cute make good modifiers for the phrase ‘dog beds’.

• Check out SEOBook’s tool (http://tools.seobook.com/keyword‐tools/seobook/index php)tools/seobook/index.php)

• Use Google’s suggestions:


How It Works – On Page – Description TagExample from BlingBlingPuppy.com






How It Works – On Page

Keywords Meta Tag• May not help you can hurt you• May not help you – can hurt you.

• Do not keyword stuff.

• Keep it short.


How It Works – On PageVisible on page content• Keep it natural. If ecommerce site, use good copy for sales. If p , g py

an informational page, provide good information.

• H1 tag – don’t use more than once.

• Bolding – Another tactic to emphasize keywords and make the copy pop to humans.

• Text links within content even when pointing to another siteText links within content, even when pointing to another site can sometimes help also.


How It Works – On PageOn page trust factors*• Price/Product comparisons

• Wish list or gift registry

• Actionable ‘add to cart’ function

• QuotesQuotes

• Recipes

• Coupons

C I f i• Contact Information

* From Google’s 2007 Quality Guideline Document


How It Works – On PageOn page spam factors*• PPC Ads

• Parked Pages

• Thin Affiliates

• Hidden Text – Hidden LinksHidden Text Hidden Links

• Java script and/or Sneaky Redirects

• 100% Framed Pages

K d S ffi• Keyword Stuffing

* From Google’s 2007 Quality Guideline Document


How It Works – Site FactorsAge

• Older is better – Over 2 years preferredOlder is better Over 2 years preferred

Size

• Bigger is better – Over 500 indexed pages preferred


How It Works – Site FactorsDeep Link Ratio

• The % of total links pointed at a domain thatThe % of total links pointed at a domain that link to interior pages.

Considered More Natural– Considered More Natural.

– Higher Deep Link Ratios are Better.

T t 30% Mi i DLR– Target a 30% Minimum DLR


How It Works – Site FactorsTheme Development

• A more unified theme is a boostA more unified theme is a boost.

• Multiple related themes can exist within a sitesite.

• Build your site emphasizing and unifying themes with link structure.


How It Works – Site FactorsSite Structure

• Flatter structure is better than a deep oneFlatter structure is better than a deep one.

• Focus & Funnels vs. Silo Building


How It Works – Visitor Behavior Factors

• Visits

D i f Vi i• Duration of Visit

These metrics have been specifically referenced by p f y f yGoogle in Patent Application Document #7346839 published March 2008.

Not likely to be big factors until you are on page 1 of Google.


How It Works – Off Page FactorsLink Reputation• What does the link say? (Anchor Text)What does the link say? (Anchor Text)

• For competitive phrases you need to keep your anchor text weighting on the major Keywords to g g j yunder 35%.– If you are going after the term ‘dog beds’ do not have more than 1 in three links use the word ‘dog’ or ‘beds’.


How It Works – Off Page FactorsLink Reputation – More on Link Anchor Text• Use modifiers in anchor text to rank quickly onUse modifiers in anchor text to rank quickly on secondary terms.– Using our dog bed site get links that say things like:‘discount dog beds’, luxury pet beds’, ‘designer puppy blankets’, ‘fancy dog collars’


How It Works – Off Page FactorsLink Quality

• Google looks for ‘Linkage of IndependentGoogle looks for Linkage of Independent Peers’

Growth rates should not spike up quickly– Growth rates should not spike up quickly


How It Works – Off Page FactorsLink Quality

• Importance of the page providing the linkImportance of the page providing the link– Used to be page rank only

Now freshness is highly important– Now freshness is highly important

• Relativity of the page providing the link– How theme related is it?

• Links embedded in good content count more.


How It Works – Off Page FactorsCritical Mass

• The more competitive the phrase you areThe more competitive the phrase you are after, the more backlinks you will need.

However this does not need to be anywhere near as many as you might think.


Conducting an SEO Campaign

• Review or establish goals for your businessbusiness.

• Keyword research to determine whether your keywords, once attained, will generate enough traffic to get you to your financial goal.

SEO – Simpler than You ThinkpConducting an SEO Campaign – Traffic by Position



• Traffic by PositionValue of # 1: 55% 60%– Value of # 1: 55% ‐ 60%

– Value of #10: about 2%

All the ‘money’ on any phrase is in top of page 1.



Establish Your Rank• Use a tool that can measure the top 1000 and store• Use a tool that can measure the top 1000 and store history.

• Don’t worry if you are not in the top 1000 if you areDon t worry if you are not in the top 1000 if you are just beginning. Can take up to 90 days to get on the ‘scoreboard’.

If you can measure it you can move it.



Create a Portfolio of Sites/Keywords/Positions you watchSites/Keywords/Positions you watch.

• Helps you determine if there is an algorithm h if it’ it l th t’ ichange or if it’s your site alone that’s moving.

• Run the portfolio every day.



Review Your Site for On Page and Site Structure ChangesStructure Changes

• Do this first – build or fine tune the engine before adding fuel (links).


Conducting an SEO CampaignSet up network sites to facilitate the acquisition of links from ‘independent peers’.p p

Use a blog. I recommend Wordpress.• It’s easy• It s easy

• It’s free software

C t t i f h• Content is fresh– ‘Rank a page in 10 minutes’ tactic used a Wordpress blog.


Conducting an SEO CampaignFor Instant Age and Backlinks for a network site, consider the Expired Domain market.p

• Tdnam.com – owned by Godaddy.

• Over 1 500 000 expired domains on any given dayOver 1,500,000 expired domains on any given day.

• Look carefully and you can find domains with .EDU or even .GOV backlinks.even .GOV backlinks.


Conducting an SEO CampaignArticle Marketing• Still worksStill works

• Use only original content

• Submit only to High Authority DirectoriesSubmit only to High Authority Directories


Conducting an SEO CampaignDirectory Submissions• Not as effective as they once were.Not as effective as they once were.

• Some good directories still exist

• Consider using a reliable directory submission serviceConsider using a reliable directory submission service to gain ‘critical mass’ links.



“J t D It”“Just Do It”


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Documents

Simpler than You Think · SEO – Simpler than You Think How It Works –On Page –Title Tag Examples Before: Sterling Silver Jewelry ‐Animal Jewelry by the Magic Zoo After: Th